The NEC Group’s catering arm Amadeus has launched its first hot wok kitchen following a six-month trial of the concept.
The company has teamed up with authentic Chinese sauces company Lee Kum Kee to create the venture, which is located within Birmingham’s Genting Arena and based on Asian street food trends.
The Amadeus team at the Genting Arena have been trialling different dishes for the last six months to ensure the offering is right for their diverse customer base.
It was first trialled at the NEC and then at the redeveloped Barclaycard Arena when it opened in December and was “well-received”, according to the company.
Amadeus has been redesigning several of its kiosks at the Genting Arena. Its fish and chip and burger kiosks, as well as its Old El Paso units, have all been redeveloped, with the company claiming the investment has driven a 5% increase in sales.
Kevin Watson, managing director of Amadeus, said: “Our focus is on selling quality food fast and we use our experience of upselling and serving high volumes, alongside retail principles to help grow sales for new and existing clients at visitor destinations and events.”